By Joy Sewing |
October 2, 2013
| Updated: October 4, 2013 4:36pm

NEW YORK, NY - SEPTEMBER 09: A model walks the runway at the Pamella Roland fashion show during Mercedes-Benz Fashion Week Spring 2014 at The Studio at Lincoln Center on September 9, 2013 in New York City. (Photo by Frazer Harrison/Getty Images for pamella roland)

Photo By Frazer Harrison/Staff

Pamella Roland has a stylish following among Houston's social set.

Photo By Frazer Harrison/Staff

Pamella Roland has gained a following among Houston's fashionable set.

NEW YORK, NY - SEPTEMBER 09: Sydney De Vos poses backstage at the pamella roland Spring 2014 fashion show during Mercedes-Benz Fashion Week on September 9, 2013 in New York City. (Photo by D Dipasupil/Getty Images for pamella roland)

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pamella roland in Houston

The Pamella Roland spring trunk show is Wednesday and Thursday, 10 a.m.-5 p.m. at Elizabeth Anthony/Esther Wolf, 1180-08 Uptown Park, 713-622-1331; eaewhouston.com. The designer will be in the store on Wednesday from 12-2 p.m.

It's a much-needed break from her frenetic schedule on the heels of the recent fashion week in New York. The days of sun and fun with friends in Tahiti is being arranged by her husband, Dan DeVos. It'll be like heaven, said the Michigan-native designer who launched her collection under the name Pamella Roland in 2002.

The trip also will be a source of inspiration, too, as DeVos turns to travel for great design ideas. Maybe a Tahitian resort collection could be on the horizon, she said.

But mostly, she's anticipating quality time with friends and catching up on sleep.

"I really look forward to sleeping on the plane," she said. "I don't get that kind of sleep often."

On Tuesday, DeVos comes to Houston for a private event hosted by Leticia Loya and Jereann Chaney benefiting the Contemporary Arts Museum Houston at Elizabeth Anthony/Esther Wolf in Uptown Park. On Wednesday, she'll be at the store for a spring trunk show. "We've done really well in Houston because women love to dress up and like our cocktail dresses, especially for galas," she said.

DeVos started working in retail in her teens and earned a bachelor's degree in business, with minor in art, from Michigan State University. While she had an interest in fashion, a career in the area wasn't an option.

"Becoming a fashion designer wasn't something you did coming from Grand Rapids," she said.

So DeVos worked in marketing and public relations for more than a decade and lived in Japan on business for year. She returned to the U.S. and put together a solid business plan, launching the Pamella Roland brand. She was 42 years old, which is considered "late" in the fashion business. She proudly boasts her line is made entirely in New York and features luxurious fabrics.

"I had no idea what I was doing, but I knew it was what I loved to do. I didn't have any help, but over time, I finally found balance. You have to love it because it's a business that's around the clock. I'm always working. "

DeVos admits her Midwestern roots give her a sense of practicality when it comes to designing her line. For example, she wanted to create beautiful gowns that women could put on themselves. "So many gowns you need two people to help put it on. I wanted to keep it easy."

Those Midwestern values also bring a sense of calmness to how she operates her business.

"People are always surprised when they come backstage at our shows. They comment that we have such a calm design house," she said. "I'm probably the most normal girl you'll ever meet. I'm a good Midwestern girl who went to church. I think that keeps me grounded."

Her family also helps bring balance, she said. DeVos and her husband have two daughters, ages 27 and 24; and a son, age 17; as well as two dogs: a Maltese named Manolo, and a Golden Retriever named Audi.

In fact, DeVos loves shoes by designer Manolo Blahnik so much, she's tapped the designer to provide shoes for her runway shows.

The Pamella Roland collections have earned a celebrity following, including A-listers Angelina Jolie and Jennifer Hudson. The first major celebrity coup was "Sex and the City" actress Kim Cattrall, who wore a pink embroidered Roland gown to the Emmys in 2004.

The brand also has become known for its glamour and elegance, though the look has evolved over time, DeVos said.

"We initially had sportswear, but what we found out that we were selling gowns and cocktail dresses more than anything," she said. "Today, we design for daughters, mothers and granddaughters. Every woman."